Consumer Decision Process: Students are required to choose a product within the internet streaming (i.e.
Spotify, Netflix, Disney+, etc.) or packaged foods industries (i.e. Coca- cola, Ben & Jerrys, Pringles, etc.). Each
student should conduct a depth interview with 2 persons regarding their buying behavior for this product. Your
interview protocol (questions) should help you determine the consumer motivation, perception, involvement,
and attitude toward the purchased product along with the consumer’s basic demographics.
Based on your analysis of the interviews, you should analyze the consumer decision process for the product
and compare the process for each interviewee. Guidance for the depth interviews will be posted on
Blackboard.
Sample Solution